For years, Nike has been the Louis Vuitton for everybody else — building a premium business in fashion around a logo, a great passion — in Nike’s case for sports — and a mammoth advertising budget.

The active giant spent $4.3 billion last year alone on “demand creation” — shelling out 10 figures to cover the “costs of endorsement contracts, complimentary product, television, digital and print advertising and media costs, brand events and retail brand presentation.”